The Paradox of Choice

This isn't the typical book I would pick up for easy reading, but it was on Dan's desk and I was bored, so I opened it up. It proved to be more interesting than I thought, and I finished it in two days. This was a recommended read from lots of presenters at his Builders' Show recently, so he bought it, intending to read it from a business perspective. However, I found it to be useful individually as well. He kind of beats some of his ideas into the ground to the point of redundancy, but I guess I'm a nerd sometimes because I enjoyed his many scientifical studies. Probably because they were dealing with the human psyche, and that's right down my alley. If you find yourself getting bored, skip the first two chapters and head into Part 2 of the book, which is more of the meat and more rewarding to read. The book is all about how we make decisions and how happy we are with them when it is over. Even though I love shopping, I've always had a hard time coming to satisfactory conclusions and more often than not, end up putting everything back and not buying anything. (Just ask Mom and Mary) This book explained why I do that. He divides people into two categories, maximizers and satisficers. Maximizers like to carefully and thoroughly exhaust all possibilities before coming to any conclusions. Satisficers make decisions on what is "good enough" and then move on, regardless of whether the "best" decision may be just around the corner. Surprisingly, maximizers are generally less satisfied with their decisions and experience more "buyers remorse" than satisficers. He includes a test you can take to see which category you fall into. I was surprised to find that I am actually a satisficer, but he did mention that there are certain categories in everybody's life where we are maximizers, and eating out or shopping for clothes is like that for me. I do wish that his last chapter on how to fix our problems was longer and more in depth with more examples, but as a whole it was a very interesting book and at least worth a perusal.